Gender Differences Regarding the Use of Facebook by Greek Users: Implications for Marketing
Πλήρης Αναφορά του Άρθρου
Azaria, A.C. and Ventouris, A. (2014), “Gender differences regarding the use of Facebook by Greek users: Implications for marketing”, 2nd International Conference on “Contemporary Marketing Issues”, Athens, Greece, 18-20 June, pp. 880-887. (CD ISBN: 978-960-287-145-4)
Facebook has become a spectacular success by creating a massive new domain in which millions of social interactions are played out every day. This burgeoning new sphere of social behavior is inherently fascinating, but it also provides an unprecedented opportunity for companies and marketing managers: a) to observe behavior in a naturalistic setting, b) to follow the preferences of users worldwide regarding a great variety of subjects and fields, and c) to form customized and personalized campaigns based on gender differences. The aim of the present study is to perform a survey in order to examine if there are significant gender differences regarding: i. the reasons that men and women are using Facebook for, ii. the frequency that they are checking their Facebook profile, and iii. the number of their Facebook friends. The results showed that there are no significant gender differences in all three research questions. Based on the data collected from the survey, possible implications for marketing managers were formed.
Keywords: Social Media, Facebook, gender differences, Greece